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Make Your eBay Store Easy to Navigate
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Along with an aesthetically pleasing graphic identity, successful eBay Store designs require ease of navigation. Even if you ve designed the coolest or most beautiful eBay Storefront, you won t make many sales if your customers have a hard time finding what they re looking for. An eBay Store with good Web usability presents the items for sale in a concise and logical manner. This allows viewers to understand intuitively how to navigate through the store and find what they seek. You can customize your store for easy usability in several ways. Remember that creation and editing functions are accessed through your Manage Your Store page. Maximize your custom categories. Use the 19 customizable store categories to your best advantage. Categorize your items by the type of product or brand name, or even by size (particularly helpful for clothing or shoes). Or use categories to highlight sale items or new arrivals. Categories are the virtual aisles of your eBay Store, so think about logical associations between items and group them appropriately. Customize the appearance of your listing icons. Choose to display your listings with a Gallery image view or display them in a text-only list. A list view is perfect if you have long lists of items in which the image is not as important as the descriptions. For items that rely on pictures or photos to generate appeal, use the Gallery view option to spark customer interest. Set different defaults for the displayed view of your items. Choose from Ending Soonest (to display items that tend to garner lots of last-minute sniper bidding) or by Lowest Price (for bargain-oriented businesses to display their goods).
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Create custom pages for easy browsing. Much like a standard Web site design, eBay custom pages can be created to provide quick links to different information. Use custom pages as your store home page or landing page, to showcase new inventory, highlight items on sale, disclose your store policies or shipping information, give a history or overview of your business, or display just about any other information you d like to share with your customers.
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Note: Your eBay Store design and usability is an integral part of your com-
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plete brand message. Good design shows that you care for your customers and strive to make their shopping experience as delightful as possible.
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Beyond the Screen: Using Your Brand in Printed Materials and Packaging
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Once the deal is done and you re ready to send the goods to the buyer, you have a final opportunity to convey a strong brand message to your customer with the printed materials and packaging you use for shipping. This is a step that many eBay sellers don t bother with. However, missing this final chance is a big mistake. Every package you send is a unique direct advertising opportunity and has the potential to turn a one-time buyer into a loyal customer. Custom stationery and attention to packaging conveys professionalism and steadfastness. It also makes your brand more memorable to your customers and draws them back to your eBay Store to shop some more. 6 delves deeper into strategies that build customer satisfaction and retention. Great-looking printed business cards and stationery will be a crucial part of this strategy, and this section shows you how to create them.
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Printed Graphic Identity Materials
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Once you have designed your logo, it s easy to create a printed graphic identity package. Create simple layouts of your logo using your contact information for letterhead and business cards. This gives your business some clout, as if you ve been around for years, even if you re still a little green. Use existing templates in Microsoft Word or other software to design your own layouts, or employ a professional printer to lay out your stationery for you. Experiment with the placement of your logo and your contact information on letter-sized paper, as well as with business card formats. And remember that simplicity is best: Don t try to cram too much information on your business card; stick to the essential contact information. Remember that your signature font can help drive your brand, too, so use it in your printed materials. Be sure to include your eBay Store URL on all your printed materials to drive business back to the store.
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